Cheese blaze firm gets back to business with Tesco deal

09-Oct-2011 - Last updated on 10-Oct-2011 at 11:26 GMT

Mu product development. Adams Foods has signed a deal with Tesco to distribute its new cheese range

Adams Foods is launching a new cheese brand called Mu in partnership with retail giant Tesco less than a month after a devastating blaze wrecked its cheese warehouse at Wincanton Business Park, Somerset.

Available in Tesco stores nationwide, the new brand is described as a “family orientated range of cheese with a real presence on shelf.” It comprises six stock keeping units including: Mild, Medium, Mature, Grated, Sliced and Lighter Mature variants made with ingredients sourced exclusively from the UK and Ireland.

Alastair Jackson, marketing director Adams Foods, said: “It’s been fantastic to work alongside Tesco to develop the Mu brand, which both Tesco and the team here at Adams Foods are passionate about taking from strength to strength. Adams Foods is committed to developing products consumers love and Mu is no exception.”

Christmas

Meanwhile, the firm’s ceo Ian Toal, told FoodManufacture.co.uk that the business is back to normal after the blaze that wrecked its cheese warehouse at North Downs Dairy, Wincanton business Park last month. “While there has been a small effect on our Christmas and export activity, we’ve been fortunate that we can transfer packing to our sister site in Leek,” he said.

“This means disruption has been kept to a minimum and, most importantly, there has been no effect on employees.”

Plans to re build the warehouse could not be made until the insurance investigation is complete, he added.

The cause of the fire is still under investigation, according to the firm.